Patricia da Soares Costa - Marquinista

1. PERCEPTIONITIS ®
SALES MESSAGING AND MARKET TRACTION
Arab Innovation Academy
January 2020
MARQUINISTA – the locomotive of brands marquinista.pt | patricia@marquinista.pt

2. VISITED MORE COUNTRIES (51) THAN YEARS OF AGE
Portuguese trilingual consultant
branding, communication and tourism
MARQUINISTA - the locomotive of brands
PATRICIA SOARES DA COSTA @MARQUINISTA
2MARQUINISTA – the locomotive of brands

3. AS A MAN IS, SO HE SEES
3MARQUINISTA – the locomotive of brands

4. 4MARQUINISTA – the locomotive of brands
ITIS
Suffix - forming names of inflammatory diseases
Appendicitis
Bronchitis
Otitis ….

5. PERCEPTIONITIS ®
5MARQUINISTA – the locomotive of brands
WE ALL SUFFER FROM AN INFLAMATION OF OUR PERCEPTION
Allergy to different points of view
Spreading virus in the communication

6. PERCEPTIONITIS ®
6MARQUINISTA – the locomotive of brands
HOW MUCH?
2 FINGERS
NOT MUCH.

7. PERCEPTIONITIS ®
7MARQUINISTA – the locomotive of brands
HOW MUCH?
2 FINGERS
NOT MUCH.

8. 8MARQUINISTA

9. PERCEPTIONITIS ®
Play with perception
9MARQUINISTA – the locomotive of brands

10. PERCEPTIONITIS ®
Play with perception
10MARQUINISTA – the locomotive of brands

11. PERCEPTIONITIS ®
Play with perception
11MARQUINISTA – the locomotive of brands

12. 12MARQUINISTA – the locomotive of brands
YOUR BRAND IS NOT WHAT IT SAYS IT IS
It’s not what you want it to be
It’s what others perceive when you communicate
PERCEPTIONITIS ®

13. HOW CAN YOU USE IT TO GAIN MARKET TRACTION?
13MARQUINISTA – the locomotive of brands

14. TRACTION MEANS THAT YOUR STARTUP IS “GOING PLACES”
14MARQUINISTA – the locomotive of brands
YOU CAN GO PLACES BY PUSHING THE BORDERS AND CREATING IMPACT

15. TRACTION MEANS THAT YOUR STARTUP IS “GOING PLACES”
15MARQUINISTA – the locomotive of brands
“I WILL POST IT ON SOCIAL MEDIA”
What is your marketing strategy?
How will people know about your brand or product?

16. YES SOCIAL MEDIA IS A GAME CHANGER
16MARQUINISTA – the locomotive of brands

17. BUT FACEBOOK ORGANIC REACH IS UNDER 1%
17MARQUINISTA – the locomotive of brands

18. 18MARQUINISTA – the locomotive of brands
TRACTION = NUMBERS

19. 19MARQUINISTA – the locomotive of brands
(HEY STUDENTS, HOPE TO SEE YOUR STARTUP THERE SOON!)
TRACTION = NUMBERS

20. 20MARQUINISTA – the locomotive of brands
TRACTION = NUMBERS AND INDISPUTABLE MEDIA VALUE

21. 21MARQUINISTA – the locomotive of brands
TRACTION = NUMBERS AND INDISPUTABLE MEDIA VALUE

22. 22MARQUINISTA – the locomotive of brands
TRACTION = NUMBERS AND INDISPUTABLE MEDIA VALUE

23. 23MARQUINISTA – the locomotive of brands
BUT FAKE OR INACTIVE ACCOUNTS ARE THE MAJORITY OF THE FANS
80% of the 76 million twitter followers are fake or inactive
(The same for celebrities like Selena Gomez and Kate Perry)
TRACTION = NUMBERS AND INDISPUTABLE MEDIA VALUE

24. 24MARQUINISTA – the locomotive of brands
TRACTION = NUMBERS OR “THE FOLLOWERS FACTORY”?

25. TRACTION = NUMBERS OR A FALSE PERCEPTION?
25MARQUINISTA – the locomotive of brands
3.5 MILLION BOTS GENERATING FAKE FOLLOWERS
48 Million on Twitter
60 Million on Facebook
500 euros can buy you 10.000 followers

26. SO ALGORITHMS WON’T SAVE YOUR BUSINESS
26MARQUINISTA – the locomotive of brands
CREATING IMPACT WITH YOUR MESSAGE WILL! PUSH THE BORDERS!

27. HOW CAN YOU PLAY WITH PERCEPTION AND CREATE IMPACT ?
27MARQUINISTA – the locomotive of brands

28. 28MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
#FalconHeavy - Launch of the most powerful rocket, by Elon Musk's SpaceX

29. 29MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®

30. 30MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®

31. 31MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception. And chicken nuggets

32. PERCEPTIONITIS ®
Ask why? 11 following?
32MARQUINISTA – the locomotive of brands

33. PERCEPTIONITIS ®
KFC secret recipe (and selling line) is “11 herbs & spices”
33MARQUINISTA – the locomotive of brands

34. PERCEPTIONITIS ®
A product nobody needs is a best seller
34MARQUINISTA – the locomotive of brands

35. PERCEPTIONITIS ®
The stork is the global symbol for baby products
35MARQUINISTA – the locomotive of brands

36. PERCEPTIONITIS ®
Not in Japan.
36MARQUINISTA – the locomotive of brands

37. PERCEPTIONITIS ®
200 powerbanks = $2.000. ROI? 100 million mentions and counting
37MARQUINISTA – the locomotive of brands

38. PERCEPTIONITIS ®
Play with perception
38MARQUINISTA – the locomotive of brands

39. PERCEPTIONITIS ®
Play with perception
39MARQUINISTA – the locomotive of brands

40. PERCEPTIONITIS ®
Faroe Islands #StreetView #SheepView
40MARQUINISTA – the locomotive of brands

41. 41MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception #FLAMEGRILLED

42. 42MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception and competition

43. 43MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Roll with the punches! #FLAMEGRILLED

44. 44MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Roll with the punches! #FLAMEGRILLED

45. 45MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception and competition

46. 46MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception and competition

47. 47MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: the $120,000 Art Banana from Art Basel Miami

48. 48MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

49. 49MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

50. 50MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

51. 51MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

52. 52MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

53. 53MARQUINISTA – the locomotive of brands
PERCEPTIONITIS ®
Play with perception: newsjacking

54. PUSH THE BORDERS
54MARQUINISTA – the locomotive of brands

55. TRACTION = NUMBERS = POWER
55MARQUINISTA – the locomotive of brands
WHAT IS THE LARGEST “NATION” IN THE WORLD?
CHINA?
INDIA?
USA?

56. PUSH THE BORDERS
56MARQUINISTA – the locomotive of brands
FACEBOOK
2.5 billion active users
Connecting
Sharing
Bringing people together

57. TRACTION = NUMBERS = POWER
57MARQUINISTA – the locomotive of brands
WHAT IS THE #1 BRAND ON SOCIAL MEDIA?
COCA COLA?
NIKE?
ADIDAS?

58. PUSH THE BORDERS
58MARQUINISTA – the locomotive of brands

59. PUSH THE BORDERS
59MARQUINISTA – the locomotive of brands

60. PUSH THE BORDERS
60MARQUINISTA – the locomotive of brands
(YES! THERE'S STILL HOPE FOR HUMANITY!)

61. 61MARQUINISTA – the locomotive of brands

62. TRACTION = NUMBERS = POWER
62MARQUINISTA – the locomotive of brands
NATIONAL GEOGRAPHIC
The first brand to top 100 million followers on Instagram
Over 350 million fans/followers globally across all platforms
2 billion reactions annually

63. 63MARQUINISTA – the locomotive of brands

64. PUSH THE BORDERS
64MARQUINISTA – the locomotive of brands
NATIONAL GEOGRAPHIC IN NOT (ONLY) ABOUT TRAVEL
Leading the global conversation about the things that matter
Discussing climate change
Elevating the voice of young woman pursuing of careers in STEM

65. 65MARQUINISTA – the locomotive of brands

66. PUSH THE BORDERS
66MARQUINISTA – the locomotive of brands
SO YOU CAN CREATE MORE IMPACT AND GAIN TRACTION

67. PUSH THE BORDERS
67MARQUINISTA – the locomotive of brands
STAY TRUE TO YOUR BRAND AND YOUR CORE VALUES
Mean something
Be relevant
Put your audience first
Play with perception and spark curiosity
And...

68. PUSH THE BORDERS
68MARQUINISTA – the locomotive of brands
BANISH THE IDEA OF LIMITS

69. PUSH THE BORDERS
69MARQUINISTA – the locomotive of brands

70. PUSH THE BORDERS!
patricia@marquinista.pt
@marquinista
MARQUINISTA – the locomotive of brands